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Food Lion Introduces Exclusive Wine Label

SALISBURY, N.C. -- Food Lion, the Southeastern chain owned by Delhaize America, the U.S. division of Brussels-based Delhaize Group, has unveiled a new exclusive line of wines made for the chain by the Canandaigua Wine Co., based in Canandaigua, N.Y.

February 28, 2005, 07:00 pm

SALISBURY, N.C. -- Food Lion, the Southeastern chain owned by Delhaize America, the U.S. division of Brussels-based Delhaize Group, has unveiled a new exclusive line of wines made for the chain by the Canandaigua Wine Co., based in Canandaigua, N.Y.

Under the Braidenwood Estates label, the line is debuting with a chardonnay and a cabernet. Both varieties are available now at more than 1,000 Food Lion stores in Florida, Georgia, North Carolina, South Carolina, Virginia, and West Virginia.

Food Lion is offering both Braidenwood Estates varieties in a debut-sized bottle of 375 milliliters (11.25 ounces), the equivalent of two to three glasses. The introductory price is two bottles for $5.

"The unique bottle makes a great trial size for our customers," said Jason Wilson, Food Lion wine category manager, in a statement. "It's also an ideal size for a glass or two of wine with dinner. The introductory price makes these quality wines a superb value."

The wine will be merchandised in Food Lion's wine department and in the deli, next to specialty cheeses. It will also be promoted in an upcoming sales flier.

This is the first private label wine introduced by Food Lion, and the retailer hopes to expand the line, Food Lion spokesman Jeff Lowrance told Progressive Grocer. "Right now, we're eager to see our customer response to these first two varieties," he noted.

Established in 1945, the Canandaigua Wine Co., markets and sells a wide array of affordable popular and premium wines, and operates two New York wineries. Canandaigua brands include Robert Mondavi, Turner Road and Inglenook.

Food Lion operates more than 1,200 stores in 11 Southeast and Mid-Atlantic states. Food Lion stores offer more than 28,000 different products.